1. Russell who?

Russell Simmons himself isn't a well-known figure to many
millennials. He reached prominence in the late 80s and early
90s — when millennials were either too young to remember or
weren't born yet. At 58, he's too old for most 18 to 35-year-olds
to relate to.

Some millennials will see the name and not recognize it.
Even those who do could assume the line isn't made for
them.

2. Targeting the "urban graduate"

Simmons says he's targeting "stylish urban graduate who is driven
and passionate about growing a successful career." This target
demographic is described as cross-cultural, and from
diverse backgrounds.

Most JCPenney stores aren't in urban city centers, though.
Compare with, for example, H&M — another retailer going after
the same segment of men. There are 11 H&M stores in
Manhattan, New York City. JCPenney has one store in the same
area. So what Simmons must instead be targeting is those
aspiring to be a "urban graduates." And that just doesn't
read as authentic.

"Urban Graduate" sounds like it might be a euphemism for young
urban professional, except that they might not quite have that
professional job yet.

3. Does anyone still wear argyle?

The clothing misses the mark. Let's just be honest for a second.
If a friend of yours wore most of the #Argylestyle collection to
dinner, brunch, or a night out on the town, you'd laugh at them.
Argyle in 2016? Newsboy caps? Bow ties? Bold reds? Men's fashion
has moved far, far beyond this stuff, and it's cringeworthy to
see it being produced and sold now.

It's not just that the styles are not current —it's that they
miss the mark by so much. The style is about 10
years too late. If JCPenney wants a new image, it's going to
need to get get serious about staying current and
selling clothes that people want to wear today.

What JCPenney really needs right now is a reason for a
millennial guy to come into the store at
all. "Stylish college graduates who live
in urban areas and are ambitious" do exist. I'm just not sure
they want to wear argyle.